As a design firm, we make a point to be aware of cultural and artistic trends so that our work is timely, relevant, and speaks to the correct audience. Through the continual refinement of our processes, we’ve found that there are also several art forms you can only learn through the act of quiet observation. The most profitable of these quiet arts is that of contemplation.
The kind of contemplation I’m talking about usually manifests itself on the phone and in face-to-face conversation. It’s often referred to as an “awkward silence” when it isn’t deliberate and strategic. Learning how to effectively leverage this silence is a powerful tool in gaining valuable information from the person you are engaging with.
We typically survey our clients’ customers and a sampling of staff members before beginning a new branding project to learn the common thread of the brand from different perspectives. The phone calls are with people we’ve often never met in person, and they are sometimes nervous about giving wrong answers, saying too much – or not enough. One-word answers are a common obstacle, but can be overcome through deliberate contemplation. It goes something like this:
Studio Absolute: “What do you think XYZ Company could do to improve on their customer service?”
Client: “Nothing. We’ve always received great service from XYZ.”
Studio Absolute: Insert quiet pause.
Client: “Well, don’t get me wrong – their service is fantastic and we love their product. I guess the only thing we’d change is their awful hold music. I know it’s a petty thing, but I have to call over there a couple times a day and listen to it.”
The quiet pause accomplished two things. The client, feeling pressure to fill what they perceived as an awkward silence, opened up and began to let their guard down. This small hole in the dam opened the way to a more meaningful overall conversation. The client’s answer also addressed a point we may not have touched on had we rushed to the next question. As a result of our quiet contemplation of her initial answer, she offered up information that was equally valuable in assessing the brand’s touchpoints.
The same rule applies in face-to-face conversation. I recently observed a start-up entrepreneur deliver an impassioned pitch to a would-be investor without first listening for queues on how to customize his presentation. An opportunity was missed as this influential investor’s eyes glazed over to a rush of information that didn’t apply to his unique interests. Had the entrepreneur asked questions first, actively listened to the answers, and inserted quiet pauses where necessary, the conversation could have easily had a vastly different end result.
There is a saying that you can’t learn anything by talking. Taking this a step further through active contemplation and the deliberate sprinkling of pauses, the inevitable result is an opening-up to greater opportunities.
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